Saudi Arabia launches summer 2025 tourism campaign with the aim to position itself as one of the most attractive travel destinations in the world. This major tourism push is set to offer global visitors fresh experiences, cultural events, natural wonders, and luxurious hospitality, all backed by a nationwide strategy to boost tourism numbers and economic growth.
The new campaign, titled “Saudi Summer is Yours”, was officially unveiled by the Saudi Tourism Authority (STA) in early June 2025 and will run throughout the summer months until the end of September. It includes a wide range of programs, special offers, events, and partnerships across 11 different regions in the Kingdom.
What the campaign promises
The campaign comes as part of Saudi Arabia’s Vision 2030 plan, which seeks to diversify the economy away from oil and turn tourism into a key industry. As part of this summer initiative, the government promises more than 150 exciting experiences, including cultural festivals, sports events, eco-tourism tours, entertainment shows, and exclusive hotel deals.
Ahmed Al-Khateeb, the Minister of Tourism, said the summer campaign will “redefine what travelers expect from the Middle East.” The ministry has also partnered with over 150 private sector companies, including airlines, hotel chains, and travel agencies, to offer competitive packages for both domestic and international tourists.
Top attractions included in the plan
The Saudi Arabia launches summer 2025 tourism campaign in places like AlUla, Abha, Riyadh, Jeddah, Taif, and the Eastern Province offers diverse choices for travelers of all ages. These are some of the highlights:
- Red Sea coast adventures: Tourists can now explore coral reefs, white sandy beaches, and marine wildlife in new eco-friendly resorts.
- AlUla heritage sites: The ancient city of AlUla will host art exhibitions and guided tours of UNESCO-listed sites like Hegra.
- Asir mountain retreats: Cool climates, hiking trails, and traditional villages make this a popular spot for nature lovers.
- Riyadh and Jeddah city life: Shopping festivals, music concerts, and fine dining will attract visitors who want luxury and modern comforts.
Why the campaign matters now
Saudi Arabia has been making strong efforts to present itself as a tourism hub since opening up to international leisure travelers in 2019. The Saudi Arabia launches summer 2025 tourism campaign arrives at a time when global travel is steadily recovering from the pandemic years. The STA estimates that the Kingdom will attract more than 20 million tourists this summer season alone.
This number is part of a much larger goal to reach 100 million annual visits by 2030, including both domestic and foreign tourists.
Tourism is also crucial to job creation. With thousands of new roles emerging in hotels, transport, and tourism services, the campaign supports long-term employment for Saudi citizens.
Target countries and special offers
The Saudi Tourism Authority has launched targeted promotions in over 20 countries, focusing especially on high-potential markets such as India, China, the United Kingdom, France, Germany, and the Gulf Cooperation Council (GCC) countries.
International visitors will benefit from:
- Visa-on-arrival for citizens from over 60 countries
- Discounted airfares via national carrier Saudia and Flynas
- Hotel bundles with up to 40% off for early bookings
- Family travel discounts including free accommodation for children under 12
The campaign is heavily promoted through digital platforms, social media influencers, international tourism expos, and TV ads in local languages.
Cultural sensitivity and modernization
The campaign highlights the balance Saudi Arabia wants to achieve: offering global standards in tourism while respecting cultural traditions. Visitors are given clear information on customs, dress code, and public behavior, ensuring respectful and smooth experiences.
For example, tourist guides are now trained in multiple languages, and women travelers are given dedicated travel options in some locations. International chains and resorts now operate in many parts of the country, showing how Saudi Arabia blends modern convenience with unique heritage.
Tourist feedback and early results
Early results from pilot programs held in late spring show positive feedback from tourists who praised Saudi Arabia’s hospitality, clean infrastructure, and growing variety of activities.
A group of travelers from Germany shared their thoughts on the STA website, stating that “the country has transformed completely – it’s not only safe but also very welcoming.”
Similarly, Indian travel influencer Riya Thakur posted to her 3 million followers, “This was one of the most surprising and positive experiences I’ve had. Saudi Arabia is no longer just about business trips.”
Future plans after summer
The Saudi Arabia launches summer 2025 tourism campaign is not the final step. The government plans to follow it with a “Winter Escape” campaign, targeting tourists from colder regions of the world. These continuous efforts are helping Saudi Arabia create year-round demand and break the image of a limited tourist season.
Moreover, projects like NEOM, The Line, and Red Sea Global are set to open partially to the public by late 2025 and 2026. These mega-developments are expected to further enhance the tourism appeal of the Kingdom.
Final thoughts
Saudi Arabia launches summer 2025 tourism campaign with a bold promise — to be the Middle East’s leading tourism destination. Backed by government support, modern infrastructure, and strong private partnerships, the campaign aims to change how the world sees Saudi Arabia.
If the early response is any indication, the Kingdom is well on its way to meeting its Vision 2030 tourism goals. For global tourists seeking something new, authentic, and exciting, this summer in Saudi Arabia could be the perfect opportunity.
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